An absolutely brilliant post at The Secret Diary of Steve Jobs tells you all about the reality of marketing:
It’s a pretty safe assumption that if you’re reading this blog, you’ve seen “The Matrix.” And you may or may not remember the scene where a kid explains to Neo that the trick to bending a spoon with your mind is simply to remember that, “There is no spoon.”
So it is with marketing. One thing I learned very early in life, thanks to intentional overuse of psychedelic drugs, is that there is no reality. As a guy at the commune once put it: “The reality is, there is no reality.”
So some guy says his iPhone 4 is having reception issues. I say there is no reception issue. Now it’s his reality against my reality. Which one of us is living in the real reality?
There’s a two-part answer: 1, there is no real reality, and 2, it doesn’t matter.
The only thing that matters is which reality our customers will choose to adopt as their own.
[. . .]
What I realized many years ago — and honestly, it still amazes me — is that most people are so unsure of themselves that they will think whatever we tell them to think.
So we tell people that this new phone is not just an incremental upgrade, but rather is the biggest breakthrough since the original iPhone in 2007. We say it’s incredible, amazing, awesome, mind-blowing, overwhelming, magical, revolutionary. We use these words over and over.
It’s all patently ridiculous, of course. But people believe it.
H/T to Chris Anderson for the link.
